The virtual (and real) violence, sexism, fatphobia, body shaming, and hate against women raised drastically during the pandemic in Brazil*. The usage of delivery apps, too**.

According to the Datafolha survey, commissioned by the Brazilian Public Security Forum, "Visible and invisible: the victimization of women in Brazil"***, in 2021, 4.3 million Brazilian women aged 16 and over were physically/psychologically attacked. This means that every minute, 8 women saw their self-esteem burned to the ground in Brazil during the new coronavirus pandemic.

As Dove has always supported women's processes of self-acceptance, we needed to stand for them, despite the social distancing.

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*Sources:

Camera News Agency

https://tinyurl.com/mrxz7m33

Fiocruz Foundation:

https://portal.fiocruz.br/noticia/violencia-contra-mulheres-no-contexto-da-covid-19

**Source:

CNN Brazil

https://tinyurl.com/56fs5tc2

*** Research:

https://forumseguranca.org.br/wp-content/uploads/2021/06/relatorio-visivel-e-invisivel-3ed-2021-v3.pdf

Self-Esteem Delivery. Women delivering confidence for women.

In partnership with Rappi - the most popular delivery app in Brazil - we created a pop-up store. Inside the app, only women could choose and send a collection of posters to one another, free of charge, respecting social distancing and covid protocols.

The posters were entirely inspired by the real beauty of diverse women's bodies and came with self-esteem messages women could relate to.

With Self-Esteem Delivery, Dove brought women together even over social distancing.

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Message Poster 1:

Be your own beauty standard.

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Message Poster 2:

Your hair, your choices.

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Message Poster 3:

Your skin has a beautiful story to tell.

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Message Poster 4:

Live life with open arms.

According to a study from Datafolha Institute - one of Brazil's most respected research institutes - 24.4%* of women over 16 claim to have suffered some psychological or physical violence/aggression during the pandemic. To make it worse, women were completely isolated from each other.

At the same time, the usage of delivery apps has exploded**.

So Dove saw an opportunity to join forces with Rappi's food delivery platform and logistic capabilities to connect women, allowing them to strengthen themselves and feel closer by sending posters with self-esteem messages and body positivity to one another.

By supporting women in their process of self-acceptance during one of the most critical moments, Dove fulfilled its purpose.

The posters also work as a daily reminder that the only opinion that matters about a women's body is her own.

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*Sources:

Camera News Agency

https://tinyurl.com/mrxz7m33

Fiocruz Foundation:

https://portal.fiocruz.br/noticia/violencia-contra-mulheres-no-contexto-da-covid-19

**Source:

CNN Brazil

https://tinyurl.com/56fs5tc2

On 1st March, World Compliment Day, we launched a pop-up store inside Rappi - the most popular delivery app in Brazil - allowing only women to choose and send posters to one another, free of charge, through the delivery app.

The posters, illustrated by the feminist and prominent Brazilian artist Bruna Romero, were entirely inspired by the real beauty of diverse women's bodies, with self-esteem messages women can relate to.

How it works:

1. In partnership with Rappi, we developed the pop-up store.

2. When an account connected to a woman started the app, a banner was automatically presented, inviting her to send a special gift to another woman.

3. Inside the pop-up store, women could choose the posters.

4. After choosing, she indicated the delivery address.

5. The poster was delivered to the other woman in just a few minutes, respecting social distancing and covid protocols.

+ 95 min of Instagram Stories were posted (More than a Netflix series episode)

+ 930MM Impressions

+ de 98% of positive mentions in social media

Source:

Unilever Brandwatch Dashboard